What It Takes To Innovate (iStrategy ATL '11)
 

What It Takes To Innovate (iStrategy ATL '11)

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In this keynote, Frederick details the critical points of change that corporations need to address in transforming their culture from laggards to innovative leaders. As enterprise businesses consider ...

In this keynote, Frederick details the critical points of change that corporations need to address in transforming their culture from laggards to innovative leaders. As enterprise businesses consider what social media and the concept of real-time can do to their brand, Frederick shares the technical secrets of what it takes to scale the challenges technically.

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  • \n
  • Hello, my name is Frederick Townes and i’m here to discuss the following topics with you:\n\nHow to create a replicable success of scale with technology\nWhy ideas and concepts aren't the same as innovation\nWhat is big data and what it means to your success\n
  • Hello, my name is Frederick Townes and i’m here to discuss the following topics with you:\n\nHow to create a replicable success of scale with technology\nWhy ideas and concepts aren't the same as innovation\nWhat is big data and what it means to your success\n
  • Hello, my name is Frederick Townes and i’m here to discuss the following topics with you:\n\nHow to create a replicable success of scale with technology\nWhy ideas and concepts aren't the same as innovation\nWhat is big data and what it means to your success\n
  • Hello, my name is Frederick Townes and i’m here to discuss the following topics with you:\n\nHow to create a replicable success of scale with technology\nWhy ideas and concepts aren't the same as innovation\nWhat is big data and what it means to your success\n
  • Hello, my name is Frederick Townes and i’m here to discuss the following topics with you:\n\nHow to create a replicable success of scale with technology\nWhy ideas and concepts aren't the same as innovation\nWhat is big data and what it means to your success\n
  • Let’s tackle the easiest topic...Why ideas and concepts aren't the same as innovation\n\n
  • What is Innovation?\n\nThe term innovation derives from the Latin word innovatus, which is the noun form of innovare "to renew or change. Although the term is broadly used, innovation generally refers to the creation of better or more effective products, processes, or technologies that are accepted by markets, governments, and society. \n
  • What is Innovation?\n\nThe term innovation derives from the Latin word innovatus, which is the noun form of innovare "to renew or change. Although the term is broadly used, innovation generally refers to the creation of better or more effective products, processes, or technologies that are accepted by markets, governments, and society. \n
  • Innovation differs from invention or renovation in that innovation generally signifies a substantial positive change compared to incremental changes. Do you see how it differs from ideas? We all have them in regards to our business and initiatives...so what makes us successful relative to our competition in realizing our ideas?\n
  • Innovation differs from invention or renovation in that innovation generally signifies a substantial positive change compared to incremental changes. Do you see how it differs from ideas? We all have them in regards to our business and initiatives...so what makes us successful relative to our competition in realizing our ideas?\n
  • Innovation differs from invention or renovation in that innovation generally signifies a substantial positive change compared to incremental changes. Do you see how it differs from ideas? We all have them in regards to our business and initiatives...so what makes us successful relative to our competition in realizing our ideas?\n
  • Innovation differs from invention or renovation in that innovation generally signifies a substantial positive change compared to incremental changes. Do you see how it differs from ideas? We all have them in regards to our business and initiatives...so what makes us successful relative to our competition in realizing our ideas?\n
  • Question: Are you the source of substantial positive change or incremental changes?\n\nTake a second to think about that...\n
  • Question: Are you the source of substantial positive change or incremental changes?\n\nTake a second to think about that...\n
  • Question: Are you the source of substantial positive change or incremental changes?\n\nTake a second to think about that...\n
  • Question: Are you the source of substantial positive change or incremental changes?\n\nTake a second to think about that...\n
  • (inflection in voice and hold up your index finger as a #1) what can you point to in your company’s history and say, “i was responsible for that?”\n\nCan you look at your company and claim you are innovators in terms of either brand awareness or customer engagement?\n\nWhether it be business-to-business or business-to-consumer, most of the brands here have existed for quite some time and have experienced the pain points and adapted rather than innovating...but is adapting enough? \n
  • (inflection in voice and hold up your index finger as a #1) what can you point to in your company’s history and say, “i was responsible for that?”\n\nCan you look at your company and claim you are innovators in terms of either brand awareness or customer engagement?\n\nWhether it be business-to-business or business-to-consumer, most of the brands here have existed for quite some time and have experienced the pain points and adapted rather than innovating...but is adapting enough? \n
  • Let’s look at this another way... If you fall out of a boat in the middle of an ocean and you choose to adapt to your situation by treading in open water until someone comes along to help...are you safe..is that a productive decision?\n\nNo! Your competitors will pick you apart slowly at their convenience because they have the ability to pivot and make the necessary course corrections to innovate and revive their business model with strategy AND technology.\n
  • Let’s face it...strategy is nothing more that an idea without technology to support it.\n\nEven then...when you become dependent on others...well we’ve all sailed that ship.\n
  • So another question...how many of you code?....if you don’t, you are idea people...or thought leaders....either way...your role or influence is subjugated to the developments of technology from third parties rather than the innovation realized by ideation designed to address the needs of your own company...fair comment?\n\nPlease join me in the conversation....questions and comments?\n
  • Okay...Let’s take a look at innovation as it relates to the enterprise....where are the inflection points that make you pivot and respond rather than innovate and lead?\n\nShow of hands:\nHow many of you here are global brands or companies NOT agencies?\nWho uses facebook...twitter...linkedin....youtube...all four...more than four...more than ten...more than twenty?\n\nDid you know that there are over 100 vetted social media apps, networks, services and platforms worldwide in almost 100 languages?\n
  • How many apps, services, networks and languages to you monitor and engage in? Look around now...this is the interesting stuff 3...5...20...40...80?\n
  • So both the obligation and the opportunity should be clear and now we can focus on what it takes to make a replicable scale of success with technology.\n
  • Often communication starts with your website.. the digital representation of your real world brand...but is it tuned to succeed?\n\nAre you firing on all cylinders for success? Do you know what those factors are? \n
  • Often communication starts with your website.. the digital representation of your real world brand...but is it tuned to succeed?\n\nAre you firing on all cylinders for success? Do you know what those factors are? \n
  • Often communication starts with your website.. the digital representation of your real world brand...but is it tuned to succeed?\n\nAre you firing on all cylinders for success? Do you know what those factors are? \n
  • Often communication starts with your website.. the digital representation of your real world brand...but is it tuned to succeed?\n\nAre you firing on all cylinders for success? Do you know what those factors are? \n
  • This is an interesting conversation as most brands have agencies to communicate new and relevant ideas to attract attention and influence customer behavior...but are you able to receive incoming requests in an organized manner without losing any one in the conversation? Or are you just “broadcast” marketing.....? \n
  • As we engage multiple brands and agencies, we come across multiple factors that hinder true scalability....Let’s not focus on those things...Lets focus on what we know works and share it with you.\n
  • Are you asking your IT department to scale or are you adding pain to their already sinking ship?\n\nWe recently engaged a very well known publisher who had 5 different CMSes to support their business and innovation was the furthest thing from their minds because maintenance was the day-to-day activity.\n
  • Are you asking your IT department to scale or are you adding pain to their already sinking ship?\n\nWe recently engaged a very well known publisher who had 5 different CMSes to support their business and innovation was the furthest thing from their minds because maintenance was the day-to-day activity.\n
  • - elaborate on how page speed relates to the brands victory in engagement and keeping customers\n
  • - elaborate on how page speed relates to the brands victory in engagement and keeping customers\n
  • There are multiple contenders...but only one WordPress. With 58+ million websites and a global army of followers...it stands alone as a unique community. W3 is the #2 WordPress shop in the world and were here to help you.\n
  • There are multiple contenders...but only one WordPress. With 58+ million websites and a global army of followers...it stands alone as a unique community. W3 is the #2 WordPress shop in the world and were here to help you.\n
  • ...not posting...\n\nHave a strategy and a team in place and get some intelligence in place to let your users tell you what they want and what they want to hear...otherwise you’re wasting their time/money and the will leave and tell others of their negative experience.\n
  • ...not posting...\n\nHave a strategy and a team in place and get some intelligence in place to let your users tell you what they want and what they want to hear...otherwise you’re wasting their time/money and the will leave and tell others of their negative experience.\n
  • Everyone has a mobile and a tablet...keep the UX simple and consistent...customers will react to that accessibility with their continued loyalty.\n
  • Everyone has a mobile and a tablet...keep the UX simple and consistent...customers will react to that accessibility with their continued loyalty.\n
  • Publish, listen, respond, engage...protect...customers are a privilege, don’t screw it up by thinking you know what’s right...listen and respond.\n
  • Publish, listen, respond, engage...protect...customers are a privilege, don’t screw it up by thinking you know what’s right...listen and respond.\n
  • Make it a part of your daily routine to investigate insights from big data and it will allow you to course correct before your followers do.\n\nIf you’re doing it right, it will provide the facts necessary to tackle new opportunities with the confidence we’re all looking for. Gone are the days of too little too late, throwing good money after bad and diminishing returns because you’re late to the party.\n
  • Make it a part of your daily routine to investigate insights from big data and it will allow you to course correct before your followers do.\n\nIf you’re doing it right, it will provide the facts necessary to tackle new opportunities with the confidence we’re all looking for. Gone are the days of too little too late, throwing good money after bad and diminishing returns because you’re late to the party.\n
  • Element #8: Real Time\n\nKeep all your records in real time and create elastic historical data records on all who interact with your brand or marketing efforts so that you can filter the history of each customer interaction.....(pause)\n\nWho here understands what that means?\n
  • Element #8: Real Time\n\nKeep all your records in real time and create elastic historical data records on all who interact with your brand or marketing efforts so that you can filter the history of each customer interaction.....(pause)\n\nWho here understands what that means?\n
  • This is a graph of what I’m discussing...this is BIG DATA..From the initial interaction to loyal follower/customer to customer record of all interactions [show icons for services] email, website post, social post, content curation, social sharing, loyalty cards, location based services, digital signage, then e-commerce/POA...in real time, in every language, globally...without fail\n
  • This is a graph of what I’m discussing...this is BIG DATA..From the initial interaction to loyal follower/customer to customer record of all interactions [show icons for services] email, website post, social post, content curation, social sharing, loyalty cards, location based services, digital signage, then e-commerce/POA...in real time, in every language, globally...without fail\n
  • This is a graph of what I’m discussing...this is BIG DATA..From the initial interaction to loyal follower/customer to customer record of all interactions [show icons for services] email, website post, social post, content curation, social sharing, loyalty cards, location based services, digital signage, then e-commerce/POA...in real time, in every language, globally...without fail\n
  • This is a graph of what I’m discussing...this is BIG DATA..From the initial interaction to loyal follower/customer to customer record of all interactions [show icons for services] email, website post, social post, content curation, social sharing, loyalty cards, location based services, digital signage, then e-commerce/POA...in real time, in every language, globally...without fail\n
  • This is a graph of what I’m discussing...this is BIG DATA..From the initial interaction to loyal follower/customer to customer record of all interactions [show icons for services] email, website post, social post, content curation, social sharing, loyalty cards, location based services, digital signage, then e-commerce/POA...in real time, in every language, globally...without fail\n
  • This is a graph of what I’m discussing...this is BIG DATA..From the initial interaction to loyal follower/customer to customer record of all interactions [show icons for services] email, website post, social post, content curation, social sharing, loyalty cards, location based services, digital signage, then e-commerce/POA...in real time, in every language, globally...without fail\n
  • This is a graph of what I’m discussing...this is BIG DATA..From the initial interaction to loyal follower/customer to customer record of all interactions [show icons for services] email, website post, social post, content curation, social sharing, loyalty cards, location based services, digital signage, then e-commerce/POA...in real time, in every language, globally...without fail\n
  • This is a graph of what I’m discussing...this is BIG DATA..From the initial interaction to loyal follower/customer to customer record of all interactions [show icons for services] email, website post, social post, content curation, social sharing, loyalty cards, location based services, digital signage, then e-commerce/POA...in real time, in every language, globally...without fail\n
  • This is a graph of what I’m discussing...this is BIG DATA..From the initial interaction to loyal follower/customer to customer record of all interactions [show icons for services] email, website post, social post, content curation, social sharing, loyalty cards, location based services, digital signage, then e-commerce/POA...in real time, in every language, globally...without fail\n
  • This is real-time enterprise marketing...\n\nThis is what brands need to do to graduate to instead of their dependency on vetting numerous third party tools, disparate publishing efforts/messaging and loosing opportunities due to lack of a unified listening and engagement strategy...\n\nIt’s not wrapping groups of new hires with money and creating control rooms of effort...is tying in all departments of your company into the solidarity of one voice...with consistent, repetitive scalable actions that yield significant measurable results. Any staff person that interacts with a client has an opportunity to develop a customer or scare them off. There must be a united front across your entire organization.\n
  • Once you do that....you are the lead...and everyone globally will know it...most importantly the customers because they are your voice...they are your brand....you are a part of them...DID YOU GET THAT? THEY ARE THE BRAND. Protect them by being leading from the front through innovation...not catch up.\n
  • Thank you!\n
  • Thank you!\n

What It Takes To Innovate (iStrategy ATL '11) What It Takes To Innovate (iStrategy ATL '11) Presentation Transcript

  • what it takes to innovate FREDERICK TOWNES iSTRATEGY ATL ’11
  • FREDERICK TOWNES iSTRATEGY ATL ’11
  • Frederick TownesCTO @Mashable FREDERICK TOWNES iSTRATEGY ATL ’11
  • Frederick Townes@w3edge FREDERICK TOWNES iSTRATEGY ATL ’11
  • Frederick Townes@w3edgeSuccess of scale with technology FREDERICK TOWNES iSTRATEGY ATL ’11
  • Frederick Townes@w3edgeSuccess of scale with technologyIdeas & concepts != innovation FREDERICK TOWNES iSTRATEGY ATL ’11
  • Frederick Townes@w3edgeSuccess of scale with technologyIdeas & concepts != innovationBig data + Your success FREDERICK TOWNES iSTRATEGY ATL ’11
  • FREDERICK TOWNES iSTRATEGY ATL ’11
  • ideas & concepts != innovation FREDERICK TOWNES iSTRATEGY ATL ’11
  • FREDERICK TOWNES iSTRATEGY ATL ’11
  • Innovationinnovatus / innovare FREDERICK TOWNES iSTRATEGY ATL ’11
  • FREDERICK TOWNES iSTRATEGY ATL ’11
  • invention FREDERICK TOWNES iSTRATEGY ATL ’11
  • invention innovation FREDERICK TOWNES iSTRATEGY ATL ’11
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  • incremental change FREDERICK TOWNES iSTRATEGY ATL ’11
  • incremental change substantial change FREDERICK TOWNES iSTRATEGY ATL ’11
  • FREDERICK TOWNES iSTRATEGY ATL ’11
  • how many times have you done this? FREDERICK TOWNES iSTRATEGY ATL ’11
  • FREDERICK TOWNES iSTRATEGY ATL ’11
  • They’re waiting FREDERICK TOWNES iSTRATEGY ATL ’11
  • FREDERICK TOWNES iSTRATEGY ATL ’11
  • your shipment of fail has arrived FREDERICK TOWNES iSTRATEGY ATL ’11
  • FREDERICK TOWNES iSTRATEGY ATL ’11
  • idea man FREDERICK TOWNES iSTRATEGY ATL ’11
  • FREDERICK TOWNES iSTRATEGY ATL ’11
  • FREDERICK TOWNES iSTRATEGY ATL ’11
  • FREDERICK TOWNES iSTRATEGY ATL ’11
  • the success of scale with technology FREDERICK TOWNES iSTRATEGY ATL ’11
  • FREDERICK TOWNES iSTRATEGY ATL ’11
  • WW W FREDERICK TOWNES iSTRATEGY ATL ’11
  • WWW FREDERICK TOWNES iSTRATEGY ATL ’11
  • FREDERICK TOWNES iSTRATEGY ATL ’11
  • FREDERICK TOWNES iSTRATEGY ATL ’11
  • What Works? FREDERICK TOWNES iSTRATEGY ATL ’11
  • FREDERICK TOWNES iSTRATEGY ATL ’11
  • #1 Server Setupare you scaling or just growing? FREDERICK TOWNES iSTRATEGY ATL ’11
  • FREDERICK TOWNES iSTRATEGY ATL ’11
  • #2 App Speedspeed = engagement = happy customers FREDERICK TOWNES iSTRATEGY ATL ’11
  • FREDERICK TOWNES iSTRATEGY ATL ’11
  • #3 CMSWordPress powers ~16% of the entire web FREDERICK TOWNES iSTRATEGY ATL ’11
  • FREDERICK TOWNES iSTRATEGY ATL ’11
  • #4 Engagementlet your users tell you what they want FREDERICK TOWNES iSTRATEGY ATL ’11
  • FREDERICK TOWNES iSTRATEGY ATL ’11
  • #5 Mobilebe consistent FREDERICK TOWNES iSTRATEGY ATL ’11
  • FREDERICK TOWNES iSTRATEGY ATL ’11
  • #6 Social Mediapublish, listen, respond, engage, protect FREDERICK TOWNES iSTRATEGY ATL ’11
  • FREDERICK TOWNES iSTRATEGY ATL ’11
  • #7 Analyticsdata brings confidence FREDERICK TOWNES iSTRATEGY ATL ’11
  • FREDERICK TOWNES iSTRATEGY ATL ’11
  • #8 Real Timecustomer interaction history is valuable FREDERICK TOWNES iSTRATEGY ATL ’11
  • FREDERICK TOWNES iSTRATEGY ATL ’11
  • FREDERICK TOWNES iSTRATEGY ATL ’11
  • FREDERICK TOWNES iSTRATEGY ATL ’11
  • FREDERICK TOWNES iSTRATEGY ATL ’11
  • Photo Credits:Simon Bailey, Jon Rawlinson, Goode’s World Atlas, Dean Groom, DonkeyHotey FREDERICK TOWNES iSTRATEGY ATL ’11
  • Thank you @w3edgePhoto Credits:Simon Bailey, Jon Rawlinson, Goode’s World Atlas, Dean Groom, DonkeyHotey FREDERICK TOWNES iSTRATEGY ATL ’11